Walkers big opportunity was to get more people buying crisps with their lunch. Our research told us that while most Brits agree that a packet of Walkers make their lunchtime sandwich more enjoyable, only one in ten actually bought the two together for their lunch. We needed to nudge consumers in the right direction, and persuade retailers to put Walkers next to their sandwiches in-store.
Our idea was to prove that Walkers makes any Sandwich more exciting, by taking over the town of Sandwich itself, and making it the most exciting town in Britain.
Staging the event was a huge logistical exercise, involving a number of big name celebrities. Jensen Button became a local cabbie for the day, Frank Lampard joined in football training at Sandwich High School, Pamela Anderson pulled pints at the Local, and JLS performed live at school assembly. Everything was organised and filmed in secret to ensure the people of Sandwich got the biggest shock of their lives.
Results: The Sandwich campaign captured the imagination of consumers - attracting 1.6 million views of the event online and becoming national news with £3.2 million worth of coverage. Crucially, it also provided the impetus for retailers to display Walkers right next to their sandwiches in-store, creating the extra nudge for people to buy the two together. We secured 10’000 new meal deals, and a 15% uplift in sales of single packs in multiple retailers.